Consumers can be grouped into several main groupings – the greatest generation, baby boomers, gen x, y (millennials), and z – and catering to them all at once can be challenging. Each have their own needs. Clearly, millennials want to use their phones/devices to do as much as they can. That can’t always be said for all generations. Companies have to strike a balance as they accommodate different customer groups. At the same time, companies have to carefully consider what is automated and internet-enabled, so they don’t lose the competitive edge that human interaction can often provide.